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What your attribution model isn't telling you

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May 13, 2025

Tariffs are on! Tariffs are off! The economic confusion has marketers feeling like long-tailed cats trapped in a room full of rocking chairs. A Gartner survey out yesterday found CMOs waiting on mid-year budget cuts.

Will the cease-fire in the US-China trade war change that? Or will consumer confidence continue to plunge? Does a long-term marketing strategy now mean “the next few weeks”? Let’s hope this all-too-exciting roller coaster has a nice, dull finish.

Speaking of things we don’t know: Do you know what your attribution model isn’t telling you? Nick Yang explains how to create a measurement system to uncover what you don’t know you’re missing.

Constantine von Hoffman
Managing Editor

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Good reads and conversations to help good marketers get better.

Tariffs are haunting TV’s upfront ad-sales season The flight to marketing “safety” Some questioning your B2B brand investments? Send them this. Under-rated marketing strategies in 2025 The Generalist vs. Specialist war rages on. How Mailchimp is optimizing for AI.

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MarTech Intelligence Reports are in-depth, independent and indispensable. They’re designed to help marketers navigate the martech landscape with questions to ask during the buying process, vendor profiles and more.

Download your Intelligence Report today:

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What they're saying

“If you think traditional advertising methods, such as Google Ads alone, still suffice, then it’s time for a reality check. The retail market is more competitive than ever, so it’s essential to consider that the more touchpoints you have with consumers, the better.” – Adam Weiss in Ad costs are soaring and retailers are panicking — here’s the fix. “MTA, MMM and incrementality testing — should be central to a brand’s strategy. However, their actual value comes from using them in a coordinated, complementary way, with alignment across teams on what tool is best for each type of decision.” – Nick Yang in What your attribution model isn’t telling you.